Performance Marketing
Google Ads
Search, Shopping, Display, and YouTube campaigns engineered for maximum return on ad spend.
Why Google Ads Remains the Highest-Intent Advertising Channel
Google Ads captures demand at the moment of intent. When someone searches for your product or service, they are actively looking for a solution. No other advertising platform offers this level of intent signal. That is why Google Ads consistently delivers the highest conversion rates of any paid channel for most businesses.
But Google Ads has become increasingly complex. Smart Bidding, Performance Max, broad match evolution, and AI-generated assets mean the platform is changing faster than most teams can keep up. The agencies and advertisers who understand these systems deeply are pulling ahead. Those who do not are paying more for less.
How to Choose a Google Ads Agency
Not all Google Ads agencies are equal. When evaluating agencies, look for these qualities:
- Transparent reporting — You should see exactly where every pound goes, with clear attribution to business outcomes, not vanity metrics.
- Strategic depth — The agency should discuss campaign architecture, audience strategy, and bidding methodology — not just keyword lists and ad copy.
- Platform currency — Google Ads changes constantly. Your agency should be actively testing new features and adapting to algorithm changes.
- Cross-channel perspective — Google Ads does not exist in isolation. Your agency should understand how paid search fits within your broader marketing mix.
Our Google Ads Management Process
- Account audit — We review your existing account structure, quality scores, search term reports, bidding strategies, and conversion tracking to find immediate savings and opportunities.
- Campaign architecture — We design campaign structures that give you granular control over budget allocation while leveraging Google's automation where it genuinely outperforms manual management.
- Keyword strategy — We build keyword strategies based on commercial intent, not just volume. Every keyword is mapped to a landing page with matching intent.
- Ad creative and testing — We write compelling ads and run structured experiments to find winning combinations of headlines, descriptions, and extensions.
- Bid management — We implement smart bidding strategies calibrated to your target CPA or ROAS, with manual overrides where automation falls short.
- Ongoing optimisation — Weekly optimisation cycles covering search term analysis, bid adjustments, negative keyword additions, ad testing, and budget reallocation.
What's Included
- Full account audit and restructure (if needed)
- Campaign builds across Search, Shopping, Display, YouTube, and Performance Max
- Keyword research, mapping, and negative keyword management
- Ad copywriting and structured A/B testing
- Conversion tracking setup and attribution modelling
- Landing page performance analysis and recommendations
- Competitor monitoring and auction insights analysis
- Monthly reporting with spend, ROAS, CPA, and strategic commentary
Results You Can Measure
[PLACEHOLDER: Case study — e.g., 'Restructured Google Ads account for [Client], reducing CPA by 41% while increasing conversion volume by 67%']
Frequently asked questions
with specific answers
Google Ads management fees typically range from 10-20% of monthly ad spend or a flat monthly retainer. Our fees depend on account complexity, number of campaigns, and the level of creative and landing page support required. We provide transparent pricing in our proposals.
A good ROAS depends on your margins and business model. E-commerce brands typically target 3-5x ROAS on prospecting campaigns and 8-12x on remarketing. B2B businesses often focus on cost per qualified lead rather than direct ROAS. We benchmark against your specific targets.
Google Ads can drive traffic immediately, but campaign optimisation takes time. Initial data gathering and testing typically runs for 2-4 weeks. Meaningful performance improvements — through bid optimisation, ad testing, and audience refinement — usually emerge within 6-8 weeks of active management.
Both have a role in a well-structured account. Exact match provides precision for your highest-value terms. Broad match (paired with smart bidding) can discover valuable queries you had not considered. We use a layered approach, starting with tighter match types and expanding based on performance data.
Performance Max is Google's AI-driven campaign type that serves ads across all Google properties — Search, Shopping, Display, YouTube, Discover, Maps, and Gmail — from a single campaign. It uses machine learning to optimise placements and targeting. It works well for some objectives but requires careful setup and monitoring.
Book a free call. We would love to talk growth.
All engagements start with a free 30-minute discovery call before anything is proposed or priced. No pitch deck. No pressure.
